Performance and Dialogue
In this part, we very first expose a broad description of one’s adverts, its area, and main templates discerned. To the purposes of this research, i manage merely a couple locations–outlying towns in addition to their nearby brief otherwise additional ways, and you can metropolitan towns in addition to their regional prominent ways. Advanced or peri-metropolitan towns are not managed within this data. For each and every motif try displayed and you will, where related, an image illustrating the new theme is provided. In certain cases, short term and you can actually associated statements were created regarding a specific theme having a thorough reviews looking after. Because the shown below, themes was basically reveal differently inside outlying vs. metropolitan ads, when it comes to things upon which the fresh advertisements was indeed placed, variety of dining or refreshment reported, the option and volume away from appeals, the approaches used and also the definitions conveyed.
Standard breakdown away from ads
I reviewed a hundred different adverts to own processed foods, snack food and you can products, together with 53 away from outlying section and 47 regarding towns (Desk step 1). Rural adverts was basically mostly for products, followed by snacks. In the rural parts, unhealthy foods ads just weren’t seen, likely as a result of the insufficient particularly associations during the outlying options. Conversely, during the cities where junk foods dinner was found, metropolitan advertisements consisted generally from unhealthy food adverts having chain otherwise team brief-solution dining and you may individually-had channels, followed closely by treat and you may drink adverts. An additional 21 images, away from both rural and you may urban towns , was indeed tested to help discern maybe not the brand new thematic stuff but rather brand new graphic framework of your take to. These a lot more photographs/adverts had a tendency to represent low-restaurants images — particularly cigarette smoking factors, cellular telephones and you will pills–placed in close proximity on the food or refreshment advertisements regarding appeal. That it larger visual context bolstered our knowledge of the context from new adverts while the identification of just one major theme–namely, modern–about as well as drink adverts of great interest.
Framework out of outlying and you will metropolitan ads
Regarding the outlying villages, adverts had been published primarily with the structure regarding brief local places where regional residents bought domestic fundamentals and you may talked with neighbors, and kids ordered foods. Advertisements had been including attached to trees nearby the shop, but adverts essentially was basically to the shop wall, clustered in the head windows, looking like an enthusiastic octopus, distributed the tentacles over the wall structure. You will find visible determination to own offer position to draw attract–become significantly more main, whenever from the eyes top, to own more substantial monitor, to have a great deal more attention-getting photo or graphics, or even to highlight a cheaper price than just competition. The fresh new villagers, generally farm-experts as well as their pupils was indeed part of the audience to the adverts. (Additional file 1).
As most some body drove otherwise took busses within and amongst the chief town of San Salvador and you can smaller metropolitan areas such as for example Santa Ana, the fresh adverts was in fact fundamentally set along the way of one’s chief rural-metropolitan channels-into high roadside billboards ranging from towns and cities, and on lower billboards on towns the spot where the subscribers are slowly. Certain adverts was indeed constant on the a series off billboards. Advertising were especially popular up to biggest metropolitan intersections, where they could be seen above the website visitors and you can viewed for a longer period while you are prepared at the a stoplight. (Extra file 2).
7 well-known templates emerged out-of analyzing the fresh is attractive of the advertising (Desk dos). The significance and you can purchase of your own templates is actually calculated based on the entire frequency of appearance of a particular motif from the full take to from advertisements. The most common themes, thought to be the most important, were: Low priced Rate, Prompt, Higher and you can Progressive. Most other layouts was basically commonly used in combination with these number 1 otherwise frequent templates: Drink, Sports/Nationalism, Sex and you will gender positions, Fun/Delighted thoughts, Family, Relationship and you may Society, and you will Health.